Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Açikgöz, Fulya; Perez‐Vega, Rodrigo; Okumuş, Fevzi; Stylos, Nikolaos

doi:10.1002/mar.21873

Cited by 23 publications

(1 citation statement)

References 129 publications

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“…The study also contributes by demonstrating the applicability of both regulatory focus and regulatory fit in explaining the interaction between consumers and AI‐powered technologies. Literature in the past has employed different psychological theories to explain the interaction, such as behavioural reasoning theory (Acikgoz et al, 2023; Jan et al, 2023), stimulus‐organism‐response theory (Nazir et al, 2023), and unified theory of acceptance and use of technology (Moriuchi, 2021; Silva et al, 2023). Based on the regulatory focus theory, the present study demonstrates that promotion focus can mitigate the negative effect of AI‐powered technology, such as chatbots, on consumers.…”

Section: Discussionmentioning

confidence: 99%

Consumers' promotion focus mitigates the negative effects of chatbots on purchase likelihood

Khan,

Sararueangpong,

Mathmann

et al. 2023

J of Consumer Behaviour

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Marketers and consumers are adopting chatbots widely. However, the benefits of this technology remain unclear due to a lack of understanding about individual differences in consumers' purchase decisions when interacting with chatbots. This research investigates the influence of individual differences in promotion focus on purchase likelihood for the products recommended by chatbots. Two experiments demonstrated that consumers generally report a lower purchase likelihood for products recommended by chatbots (vs humans). However, compared to consumers with a low promotion focus, consumers with a high promotion focus report a higher purchase likelihood for the products. The findings also suggest that the relationship between consumer individual differences in promotion focus and purchase likelihood is mediated by engagement. By applying both regulatory focus and regulatory fit theories, the present study provides insights into how promotion focus influences purchase likelihood for products recommended by chatbots. Marketers can utilise both chronic and situational promotion focus to improve consumers' reactions to chatbots using segmentation and promotion‐focus‐related words, respectively.

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Section: Discussionmentioning

confidence: 99%

Consumers' promotion focus mitigates the negative effects of chatbots on purchase likelihood

Khan,

Sararueangpong,

Mathmann

et al. 2023

J of Consumer Behaviour

View full text Add to dashboard Cite

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Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Hollebeek,

Menidjel,

Sarstedt

et al. 2024

Psychology and Marketing

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While consumer engagement (CE) in the context of artificially intelligent (AI‐based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature‐based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta‐Analyses (PRISMA) approach to synthesize the AI‐based CE literature. Our review yields three major themes of AI‐based CE, including (i) Increasingly accurate service provision through AI‐based CE; (ii) Capacity of AI‐based CE to (co)create consumer‐perceived value, and (iii) AI‐based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI‐based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI‐based CE consequences of consumer‐based, firm‐based, and human‐AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI‐based CE) and practice (e.g., by reducing consumer‐perceived costs of their brand/firm interactions).

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Just Walk Out Stores—The Future of Shopping? Examining Configurations of Reasons for and Against Consumer Adoption

Hazée,

De Keyser,

Larivière

et al. 2024

Psychology and Marketing

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Artificial intelligence‐enabled technologies have paved the way for innovative retail formats, such as “just walk out” stores, where consumers use their smartphone to enter, take what they want, and exit without an elaborate checkout process. Despite its promise, however, this new retail format has challenges maturing and being fully embraced by consumers. Coupling behavioral reasoning theory with a configurational perspective, this multimethod paper examines consumers' contextualized reasons for and against adoption of just walk out stores. Through qualitative field depth interviews (n = 60), Study 1 uncovers five reasons for (i.e., access convenience, transaction convenience, search convenience, no need for interaction, and limited social judgment) and seven reasons against (i.e., technology reliability concerns, entry inconvenience, payment unease, customer care inconvenience, privacy, contamination, and assortment‐related concerns) adoption of just walk out stores. Building on a subsequent empirical online survey (n = 546), Study 2 uses fuzzy set Qualitative Comparative Analysis and shows that different configurations (or combinations) of reasons for and against may lead to favorable and unfavorable attitude and adoption intentions. This research contributes to the emerging literature on artificial intelligence‐enabled retail formats by shedding light on the nuanced adoption/rejection drivers of just walk out stores. With these insights, retailers can tailor their approaches to minimize barriers and accentuate positive factors associated with customer adoption of just walk out stores.

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Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Cited by 23 publications

References 129 publications

Consumers' promotion focus mitigates the negative effects of chatbots on purchase likelihood

Consumers' promotion focus mitigates the negative effects of chatbots on purchase likelihood

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Just Walk Out Stores—The Future of Shopping? Examining Configurations of Reasons for and Against Consumer Adoption

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